Colombia promotes quality and brand in Hass avocados
Corpohass is making progress in traceability and quality to position “Avocados from Colombia” in international markets.
Colombia 's Hass avocado sector is moving towards a more sophisticated stage, focused on quality, traceability, and building a national brand. This was explained by Katheryn Mejía, representative of the Colombian Hass Avocado Producers and Exporters Corporation , who highlighted the progress of the "Avocados from Colombia" program, aimed at strengthening the product's competitiveness in international markets.
One of the key milestones has been the completion of the pilot phase of the quality program, implemented in five packing plants. This stage allowed for the definition of critical parameters to improve the consumer experience and to train producers in agricultural practices, sustainability, and logistics processes. Currently, the program is entering a second phase focused on end-of-life analysis, with inspections at international ports to evaluate the fruit's behavior during transport and its ripening.
The goal is to consolidate a globally recognized brand by 2026, along with a third phase that will include training for business stakeholders to optimize product handling. In parallel, the sector continues to expand into new markets—with Europe and the United States as its main focus—while exploring emerging markets. In a context of price pressure, higher costs, and climate variability, the strategy aims to differentiate Colombian avocados not only by volume, but also by consistency, reliability, and added value in the global market.
Source: freshplaza.es
